A new reality dating show on CBS.com will have Sony Ericsson and Dentyne Gum as sponsors; the deal includes video ads and product placement within the webisodes.

The CBS show, Hook Me Up - located on the network's recently launched ad-supported broadband channel innertube - will air three five-minute episodes, with the audience able to vote on participants, MediaPost reports (via MediaBuyerPlanner). CBS has launched several web-only programs in an attempt to develop its ad-supported broadband channel. Other programs include From Greek to Chic, In Turn, Big Brother, and The Amazing Race.

Yahoo also has a web reality show titled Hook Me Up, which discusses technology. Yahoo and CBS decided not to file for rights to the name. Both apparently agreed that the content of the two shows was different enough to not confuse viewers.